A Comparative Study of Strategic Public Relations Practices in Nigeria and Ghana: Testing the TDC Model

Résumé

Public relations practice in Africa is often guided by western models that fail to account for cultural andinstitutional realities. This study comparatively examined strategic public relations practices in Nigeria andGhana through the lens of the TDC Model: Transparency, Data-Driven Communication, and CulturalAdaptation. Using an explanatory sequential mixed-methods design, data were collected from 300 publicrelations professionals, 150 from Nigeria and 150 from Ghana, and 12 in-depth interviews. Stratified randomsampling was used across 3 regions in each country. Quantitative data were analyzed using SPSS v28 throughdescriptive statistics, T-Test, Correlation, and Multiple Regression. Qualitative data were analyzedthematically using NVivo 14. Findings revealed that transparency, data-driven communication, and culturaladaptation significantly predict stakeholder trust. Ghana scored significantly higher on trust, transparency, anddata-use, while Nigeria scored significantly higher on cultural adaptation. Qualitative findings explained thatGhana’s advantage stems from higher institutional trust and media fact-checking, while Nigeria’s stems fromstronger reliance on traditional gatekeepers and multi-language engagement. The study concludes that the TDCModel is valid in both countries but requires different weightings. It recommends country-specific PRstrategies and the adoption of the TDC framework by NIPR Nigeria and IPR Ghana. This study contributes toPR theory by providing the first empirically tested comparative model for West Africa.

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